Branding from A to Z

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Author: Bernd Kreutz English 2003, 64 Pages, 52 Ills. Softcover with wire-o binding 433mm x 323mm
ISBN: 978-3-7757-9159-5
". . . a glimpse of the "golden arches" along the highway makes our mouth water- then we begin to understand what it is that distinguishes personalities and brand personalities from mere names or brand names." (from Branding from A to Z)

We live in a world of brands. Brands play a crucial role in business competition but have also become an important social phenomenon. Brands are represented by signs and symbols, gestures and images. They stand for values, hopes, and desires, for experiences and expectations. They evoke emotions and associations. Branding from A to Z is a crash course in the essence and impact of brands from A to Z. (German edition ISBN 978-3-7757-9162-5) The author: Bernd Kreutz (born in 1950) is a communications consultant and advisor to top executives in major corporations and institutions. The Düsseldorf expert has received numerous awards for his work, including Corporate Design Awards, "Effies" for efficient advertising, and several dozen honors from the Art Directors Club. A typical example of Kreutz's holistic approach to businesses and brands is his novel idea of associating electrical power with a color, from which the concept for the "Yello Power" brand was developed, one of the most successful launches in the history of marketing in Germany. Germany's leading news magazine Der Spiegel called him an "advertising genius."